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What’s the news?

  • CommBank has been awarded the Best Full Paper Award at the Association for Computing Machinery (ACM) International Conference on User Modelling, Adaptation, and Personalization (UMAP), demonstrating the bank’s ambition to use Artificial Intelligence (AI) to help understand the needs of its customers and support product development.
  • The award recognises a groundbreaking paper authored by CommBank Distinguished AI Scientist Luiz Pizzato and several CBA AI specialists, showcasing how user modelling techniques can be used to anticipate customer feedback in product development.
  • Dr Luiz Pizzato said, “We believe AI can help people if it is designed to be transparent and human centred. Being recognised by UMAP is an honour – and a calling to push for AI that empowers people.”
  • “Synthetic Voices: Evaluating the Fidelity of LLM-Generated Personas in Representing People’s Financial Wellbeing” (The Paper)1, highlights the bank’s ambition to use AI to help understand the needs of its customers and support product development.
Dr Luiz Pizzato, CBA Distinguished AI Scientist Dr Luiz Pizzato, CBA Distinguished AI Scientist

From research excellence to customer benefits

  • The paper delves into how large language models (LLMs) can mimic a given persona. The findings from the paper will be used to understand the areas in which creating synthetic LLM-based customer personas can yield feedback for faster product iteration in the financial services industry.
  • This innovation could enable product teams to receive rapid, scalable feedback during development—potentially transforming how financial products are designed to meet customer needs.
  • Applied AI is a focus area for CBA, launching initiatives such as its AI Factory and expanding collaborations with global AI companies such as Anthropic and Amazon Web Services. The bank was ranked among the top financial institutions globally on the 2024 Evident AI Banking Index2.
  • The full paper is available here.

Global recognition at UMAP

  • The annual UMAP conference brings together some of the global leaders in AI, human-computer interaction, and personalisation.
  • This year’s event attracted many researchers and practitioners from across academia and industry.

[1] Arshnoor Kaur, Amanda Aird, Harris Borman, Andrea Nicastro, Anna Leontjeva, Luiz Pizzato, and Dan Jermyn. 2025. Synthetic Voices: Evaluating the Fidelity of LLM-Generated Personas in Representing People’s Financial Wellbeing. In Proceedings of the 33rd ACM Conference on User Modeling, Adaptation and Personalization (UMAP ‘25). Association for Computing Machinery, New York, NY, USA, 185–193 https://doi.org/10.1145/3699682.3728339.

[2] 2024 Evident AI Index

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